I think Steve would be interesting over a few beers. Telling hi-end audio salon stories. I think deep down inside Steve knows the score, that most of the 'high end' is goofball territory; but my guess is also that he's got a lot 'invested' in the nonsense, so has to keep up a front. Sort of like pro wrestlers used to have to do, before Vince exposed the game to everyone. At least that is my impression. But I'd like to listen to some of his stories over a few cool ones. He seems a nice and likable enough guy--in an oddball sort of way.
The word is "kayfabe." And I'm not sure that conscious dishonesty is better unconscious stupidity.